Managing digital assets to save time and cost

If retailers think they have a problem with web-site images, they should look at automakers. Automakers’ sites are some of the most graphically content-rich and dynamic on the web–-which makes it particularly challenging to manage their brands’ large store of photo images and other digital content. Automotive manufacturer Daimler Chrysler, with external agencies, internal departments and geographically far-flung collaborators all involved in its creative marketing process on the web and in other media, faced an organizational bottleneck and duplicative efforts in managing its massive store of brand-centric digital assets. Chrysler, Dodge and Jeep alone require retrieval of some 8,000 images a week for various purposes.

“Not only did we duplicate efforts, but we also added cost by using different formats across various internal departments and agencies,” says Jeff Bell, vice president of Jeep and b2c customer relationship management at Daimler Chrysler. The automaker says its recent adoption of Artesia Technologies’ new accelerated digital asset management system, called ADAM, has saved it both time and money. The system allows access to all video, graphic, photography and other relevant content files to be housed in a common system. The system enables designated groups inside and outside the company to streamline online processes and reduce costs associated with the production and re-use of digital content.

ADAM--essentially a digital cataloguing system–-reduces time and cost by automatically indexing for search and retrieval any still images, rich media, video or audio file, a functionality not available under previous systems.

“By making it easier for brand content producers and consumers to more easily collaborate and share content, our customers can ensure the integrity of the brand and save costs at the same time,” say Scott Brown, Artesia Technologies’ CEO.